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SALES COPY - Coggle Diagram

- - - - Persuade Him
        Intellectually
  - - - Product Aware:
        Your prospect knows what you sell,
        but isn’t sure it’s right for him
        => trust and assurance
        
        Promise Leads
        (Chapter 5)
      - Solution Aware:
        Your prospect knows the result he wants,
        but not that your product provides it.
        
        Promise Leads (Chapter 5)
        Problem-Solution Leads (Chapter 6)
      - Most Aware:
        Your prospect knows your product,
        and only needs to know “the deal".
        
        Offer Leads
        (Chapter 4)
      - Problem Aware:
        Your prospect senses he has a problem,
        but doesn’t know there’s a solution.
        => Sympathy
        
        Problem-Solution Leads (Chapter 6)
        Secret Leads (Chapter 7)
      - Unaware:
        No knowledge of anything except,
        perhaps, his own identity or opinion.
        
        Proclamation Lead (Chapter 8)
        Story Lead (Chapter 9)
      - THE MORE AWARE,
        THE MORE DIRECT
        
        INDIRECT
        
        DIRECT
    - - Problem-Solution Lead
        
        When to Use?
        
        Product and Solution Aware
        
        FORMULA
        
        Target those worries that keep customers up at night.
        
        Make sure they’re worries that carry
        deep emotional weight (CORE EMOTIONS).
        (Not superficial problems like pounds you want to lose)
        
        Talk to and work with your prospects
        
        You have to stir those emotions first, to prove you feel your prospect’s pain.
        
        You don’t want to linger on
        the problem too long before offering hope.
        
        How long?
        For as long as it takes to win
        prospects' commitment to read on
        
        Simple products: Headline
        
        More complex: A bit longer
        
        You must offer hope of a relevant solution at some point in the pitch.
        
        Examples
        
        Do you hands and feet feel like blocks of ice?
        
        Do you have a secret fear of losing your job?
        
        Can't fall asleep? Not staying asleep? Waking too early?
        Never Again
        
        Don't put a cold in your pocket - Use KLEENEX
        No more sore noses - Use gentle KLEENEX
        
        STYLES
        
        Inversions
        (Solution-Problem Leads)
        
        How to Do Wonders With a Little Land
        beat the headline "A Little Land — a Lot of Living" (Problem-Solution Lead)
        and “Two Acres and Security” - very abstract Problem-Solution Lead
        
        Get all the benefits of Summer sunshine but avoid the discomforts
        “You will find that your skin will not blister and burn half as readily if you protect it before exposing it. Apply Pond’s Extract Vanishing Cream and ... it will [also] soften dried, scorched skin and keep it from peeling, leaving you a rich, beautiful tan... ”
        
        Identification
        (make the readers identified by their troubles
        or directly responsible for them)
        (one of the most successful)
        
        To People Who Want to Write - But Can't Get Started
        
        For the Woman Who is Older Than She Looks (note)
        
        Advice to Wives Whose Husbands Don't Save Money - By a Wife
        
        If This, Then That
        For Relief from This, Try That
        
        For relief of Sinus Congestion and Colds Misery
        Get This Revolutionary 3-Layer Tablet -
        HELPS DRAIN ALL 8 SINUS CAVITIES
        
        After flu, cold, sore throat... If you feel run-down because of TIRED BLOOD
        Take fast-acting GERITOL
        FEEL STRONGER FAST
        Within 7 days - or money back!
        
        The Question
        (about the Problem)
        
        Do You Make Any of These Ten Embarrassing Things?
        
        Do You Make These Mistakes in English? (note)
        
        Are You Ever Tongue-Tied at a Party?
        
        Instruction
        (For more complex problems than with "The Question" -
        Often questions with a term your prospect hasn't heard before,
        although it instantly makes sense of the negative situation)
        Prospects feel like they will learn sth new
        
        Is Your Home Picture-Poor?
        
        How Much Is 'Worker Tension' Costing Your Company?
        
        Have You a 'Worry' Stock?
        
        Five Familiar Skin Troubles - Which Do You Want to Overcome?
        (no invented term)
        or Do You Suffer One of These Five Familiar Skin Troubles?
        
        Seven Deadly Advertising Mistakes (from Seven Deadly Sins) (note)
      - Big Secret Lead
        
        When to Use?
        
        Problem Aware Prospects
        especially in information publishing industry, health packages (e.g. natural supplements, body-building systems, diets, etc.), marketing programs, stock market systems
        
        Examples
        
        Closed to New Investors for the Last 6 Years - Now Open Again
        The "Chaffee Royalty Program" That Turned Every $1 Into $50
        
        03 promises
        
        That the prospect can learn the secret in five minutes
        
        That he can sit back and benefit from it like rich people who collect royalty checks without doing
        
        That this secret has the power to turn a single dollar into fifty
        
        Texas Company Tapping $2.8 Trillion Oil Reserve... Under the Eiffel Tower
        
        Create picture of the promise
        
        Credibility and More credibility
        
        Explain away any apparent objection/ doubt
        
        Make the promise when the hook is deep enough
        
        The Only Investment Legally Obligated to Pay You 181% Gains By June 15, 2009
        It’s not a stock, option, or gov’t bond ... But this unusual investment has crushed the S&P 500 by 543%since 2001, according to a recent Dow Jones report.
        
        Repeat the claims made in the headline, a very common and successful pattern with Secret Leads. Restate what is said in the headline and you make it seem more credible.
        
        Neologizing
        "Secured Investment Contract" - USP
        
        USP
        "Only Investment Legally Obligated to Pay You 181% Gains By June 15, 2009"
        
        Add a date to increase the credibility
        
        Explain the term by paraphrasing, actually revealing nothing more.
        
        Providing teasing details
        
        Examples, proof, credibility
        
        Specificity is absolutely required to overcome the skepticism that secrets automatically evoke.
        
        Telling what the term is not (stocks, gov bonds, etc.)
        
        Diamond Dowsing
        Ancient Secrets, Modern Solutions
        How you can use “dowsing” to take anything you’re doing to radically higher levels …
        making money, exercising, playing, working, sleeping, meditating, even PhotoReading … you name it!
        
        Proof / Anecdotes/ Stories
        
        The real secret of “dowsing” is never revealed. It’s teased and danced around in a way that the reader feels she’s getting some real, substantial information.
        
        Give ideas abt how this could be
        
        (Secret and Promise Lead)
        How to turn a few square feet of any soil into: (Secret)
        Your Most Bountiful Garden... Ever! (Promise)
        
        Telling what the term is not (rows, tilling, irrigation, etc.)
        
        Neologizing (Square Foot Gardening)
        
        FORMULAE
        
        Can make an analogy to another thing or
        Proof or Stories/ Anecdotes (utilize the emotional impacts of these)
        to keep the prospect reading to explain the Unique Selling Proposition
        
        Transubstantiation
        This means we turn something ordinary (like water or mining stock returns) into something special (like wine or advertising royalty checks) (note)
        
        Neologizing - in the Headlines
        (Give the key concept a new name to spark interest)
        
        02 ways to
        create a headline
        
        Find a secret already in the product (note)
        
        Make a list of all the qualities, characteristics, and components of the product and ask yourself which, if any of these, is not well-known.
        Decide if the benefit provided by an unusual or unfamiliar quality, characteristic, or component is enough to drive the lead. If it is, you have a good secret to start your promotion with.
        
        Take one of its benefits & neologize/ transubstantiate it into a secret - take sth familiar and rename & reposition it
        
        Don't reveal the secret until after the prospect has read all the copywriter wants them to, usually benefits (for the prospect to decide that (s)he wants the product - emotionally ready)
        
        Sometimes, the secret is never revealed. the prospect can know only when they buy the product.
        
        NOTE: Specificity is absolutely required to overcome the skepticism that secrets automatically evoke.
        
        General Pattern
        
        It is introduced in the headline
        
        It's not disclosed during the lead
        
        The secret is intriguing an beneficial
        
        As the letter progresses, more clues are given
      - Promise Lead
        (Mostly Aware Prospects, almost ready to buy)
        
        Examples
        
        How to create
        advertising that sells
        
        How to Win Friends
        and Influence People
        
        Benefits (and Offers)
        
        Lower Awareness (revealing the Offer makes
        it sound clearly like a sales pitch
        and becomes too strong)
        
        Pure Promise
        (A Hollywood smile in 3 days)
        
        High Awareness (looking for a good deal
        for exactly this kind of product)
        
        Promise + Offer/ Guarantee
        (A Hollywood smile in 3 days... or your money back)
        
        What to Promise
        
        The Emotion/ Thing of Prospect's Core Desire
        
        Find list of product's best features
        => translate into what they do for the customer
        
        Unique Selling
        Proposition
        
        Make a proposition:
        Buy this product and you can get these benefits.
        
        The proposition must be unique (ORIGINALITY):
        sth your competitors do not, cannot or will not offer
        
        The propostition must sell (RELEVANCE):
        it must be sth prospects really want (core desires),
        it pull them over to your product.
        (THEY HAVE TO ALREADY WANT WHAT YOU'RE SELLING - NOT you creating one) - especially for pure Promise Lead.
        
        Example
        
        BIG or SMALL?
        
        Risks of Big Promises
        
        NOT Perused
        (too much big-claim advertising already)
        
        NOT believable
        
        How to size?
        
        You know you can prove (giving PROOF)
        
        Your product can deliver
        
        Beat what's been promised before.
        
        Resize TOO BIG a Promise
        
        Outright acknowledge
        the skepticism
        
        Can you really grow $500 into $8.4 million?
        
        Scale back to
        a very small promise
        
        Get rich slow.
        
        When to use?
        
        Mostly Aware Customers
        
        KEY POINTS
        
        Should start with the product’s biggest benefit.
        
        Should hit the targeted promise right away.
        
        Must connect the core benefit to the prospect’s core desire.
        
        Should sound as new and original as possible.
        
        Should be bold but still believable.
        
        Must follow with even bigger proof.
        
        Often focus on speed, size, or quality of results.
        
        Usually won’t work to skeptics or highly “unaware” prospects
        
        Can work very well with “on the fence” prospects.
      - Proclamation Lead
      - Offer Lead
      - Story Lead
        
        The Hero => Ppl doubt him => He proves them wrong